Baptist Health in Louisville, KY identifieds a data point that drives new paitent acquisition.

1. A Once Ignored Data Point
Drives New Patient Acquisition
Erik Helton, Manager of Digital Optimization, Baptist Health

2. Agenda
 Quickly About Baptist Health
 The Lost Opportunity
 The Opportunity
 Key Take-Aways

3. Baptist Health
 Baptist Health – BaptistHealth.com is headquartered in
Louisville, Kentucky
 Eight Hospital System, with locations across the state of
Kentucky and Southern Indiana
 We have more than 300 points of care including outpatient
facilities which offer Urgent Care, Occupational Medicine,
Physical Therapy and Diagnostics

4. The Lost Opportunity
Who’s Familiar with
Health Risk Assessments
or HRA’s?

5. The Lost Opportunity
Users will provide
demographic, health history
and family history information
in order to determine risk
level.

6. The Lost Opportunity
In 2018 We decided to do an HRA
Road Show. We wanted to
communicate the previous years
success and get additional buy in
from hospital leadership.
Typical Metrics:
Starts
Completions
Completion Rate
Risk Level by HRA
Downstream Revenue

7. The Lost Opportunity
As we were pulling
historical data, we
noticed something…

8. The Lost Opportunity

9. The Lost Opportunity
8,090The number of users that completed an HRA, between 2016 -2018 that indicated that they do not have
a Primary Care Provider

10. The Lost Opportunity
20%The percentage of users that completed an HRA, between 2016 -2018 that indicated that they do not
have a Primary Care Provider

11. The Opportunity
3,050The number of users that completed an HRA, between January 1 - June 30, 2019 that indicated that
they do not have a Primary Care Provider
2018= 3,207

12. The Opportunity
 After identifying the opportunity we communicated it to our AVP
of Digital Engagement and used the Road Show as a way to
communicate The Lost Opportunity.
 Worked with our Patient Connect Hub to outbound call any
users that completed the HRA and marked that they do not
have a PCP.
 We piloted this in our East Region (three hospitals) earlier this
year and we will have completed the rollout to all regions by the
time we present today.

13. The Opportunity
6%The percentage of the users that did not have a PCP we called and completed an appointment in our
test market.

14. Three Key Take-Aways
1. Expand. Do not just report on the traditional metrics, because
you always have.
2. Look for the data point that has always been ignored which will
bring you opportunity in the future.
3. Make sure the data point is relevant to what your system or
hospital initiatives are focused on.

15. Questions?
Please be sure to complete the session evaluation on the mobile app!

16. Speaker Biography
Erik Helton,
Manager of Digital Optimization
Baptist Health
erik.helton@bhsi.com
About: Coffee, Cycling and Digital Marketing
Dog Dad to Wrigley